river keeper target segment recommendation

RIVERKEEPER DONOR RECOMMENDATION

NAP POSHYANANDA l VASSO PATRIKIOU l ANDREA KWAMYA l BORA KIM

AGENDA

CURRENT SITUATION

POPULATION OVERVIEW

SEGMENTATION ANALYSIS

TARGET OPTIONS

KEY INSIGHTS

RECOMMENDATIONS

MESSAGE THEME

ANTICIPATED ACTIONS

CURRENT SITUATION

MISSION STATEMENT

OBJECTIVE

RECOMMENDATION

POPULATION OVERVIEW

DUTCHESS

MANHATTAN

WESTCHESTER

TRENDS IN PAST DONORS

MARRIED AFFLUENT AGED 40-60 EDUCATED

SOCIAL

MONEY NEW YORK

SEGMENTATION ANALYSIS

FAMILY ENVIRONMENT

DIGITAL SAVVY ART SPORTS

TARGET OPTIONS

BOHEMIAN ART LOVERS

URBAN OUTDOOR ENTHUSIASTS

SUBURBAN SUPER MOM

COMPARISONS

BOHEMIAN ART LOVER THOUGHT LEADER

EASY GOING

ART LOVER HIPSTER

SUPPORTS LOCAL BUSINESSES

RENT

MAY LIVE ALONE

LARGE SOCIAL NETWORK

RECYCLE TECH SAVVY

LIBERAL FASHIONABLE

SUBURBAN

ENJOYS BEAUTY LIVE IN HOUSE

FAMILY ORIENTED

PETS HABITUAL

PURCHASING

SUBURBAN SUPER MOM

NIEMANN MARCUS ANGLO SAXON CHRISTIAN

KIDS IN EXTRACURRICULA SEEKING PRESTIEGE

OUTDOOR ENTHUSIAST

CREDIT CARD

STATUS

NEED BREAK FROM WORK & HOME

EXERCISE REGULARLY

WEALTHY

WORKS IN HIGH STRESS ENVIRONMENT

URBAN

APARTMENT

MALE

RISING PROFESSIONAL

DELIBERATE PURCHASING

OWNS A CAR

OUTDOOR ENTHUSIAST

SUBURBAN SUPER MOM

KEY INSIGHTS

BOHEMIAN ARTISTS

URBAN OUTDOOR ENTHUSIASTS

SUBURBAN SUPER MOMS

Male & Female

Female Male

KEY INSIGHTS

BOHEMIAN ART LOVERS

KEY INSIGHTS

OUTDOOR ENTHUSIASTS

RECOMMENDATION

AGE: 35-44 FEMALE POPULATION: 502,851 FAMILY HOUSEHOLD INCOME: 83,663 EDUCATION: HOLDS A BACHELORS DEGREE

SUBURBAN SUPER MOM

PERSONA

AGE: 37

SUBURBAN SUPER MOM – STACEY

CAMPAIGN RECOMMENDATION

JANE

MESSAGE THEME RECOMMENDATION

ONLINE MEDIA OFFLINE MEDIA

MESSAGE THEME BUDGET

$ 7000

TOTAL BUDGET

PRINT AD

43%

20%

20%

6%

4% 4% 4%

ANTICIPATED AUDIENCE ACTIONS

THINK

ACT

SHARE

POSITIONING STATEMENT

TO SUBURBAN SUPER MOM: RIVERKEEPER IS THE ONLY ENVIRONMENTAL NONPROFIT THAT OFFERS YOU AND YOUR CHILDREN GREEN EDUCATION THROUGH ITS FUN, FAMILY-FRIENDLY PROGRAMS SO THAT THEY CAN CONTINUE ENJOYING A CLEAN HUDSON RIVER.

Q&A

QUESTIONS?

APPENDIX

Loca%on Popula%on MedianAnnualHouseholdIncome

NewYorkState 19,746,227 $58,687

DuchessCounty,NY

296,579 $72,471

NewYorkCounty,NY

1,636,268 $71,656

WestchesterCounty,NY

972,634 $83,422

Appendix 1. Population Overview

Source: United States Census Bureau.

Figure 1.1 Estimated Population & Median Annual Household Income (2014).

APPENDIX Appendix 2.1 Segmentation Analysis

Source: Simmons OneView Experian Information Solutions.

APPENDIX


Appendix 2.2 Segmentation Analysis

APPENDIX



APPENDIX


* Indicates cell count from 31 to 60. Projections may be unstable, use with caution. ** Indicates cell count below 31. Projections are likely unstable, use with caution.


APPENDIX Appendix 3.1 Primary Research – Survey Results

Figure 3.1 Amount willing to be given to an environmental organization, per year (2015).

Source: Survey Monkey.

APPENDIX

Source: Survey Monkey

Figure 3.3 Activities attend on a regular basis (2015).

Figure 3.4 Age of the respondents (2015).

Appendix 3.2 Primary Research – Survey Results

APPENDIX

Figure 3.5 Residence of the respondents (2015). Figure 3.6 Combined annual household income (2015).

Appendix 3.3 Primary Research – Survey Results

APPENDIX Appendix 4. Key Insights

Popula%on Popula%onbasedonTargetedGender

MedianHouse-holdIncome

Educa%on:BAdegreeorHigher(25+age)

KeyInsight Influencers

DutchessCounty

296,569 296,569(Male&Female)

$72,471 33.4% NumberofMuseums&Galleries:25

---

NewYorkCounty

1,636,268 772,318(Male)

$71,656 59.3% NumberofOutdooracGvity

Groups:35.33,441

members.

GroupMembers

WestchesterCounty

972,634 502,851(Female)

$83,422 46.0% Numberofelementaryprivate

schools:109.23,307students.

Children

Sources: United States Census Bureau. Private School Review. Meetup. Dutchess Tourism.

APPENDIX Appendix 5.1 Urban Outdoor Enthusiasts Key Insights

Source: Mintel Academic. Outdoor Enthusiasts - US - February 2015.

Figure 5.1 Self-Identified outdoor enthusiasts by gender and age (2014).

Figure 5.2 Men’s mental health concerns, by income (2015).

APPENDIX

Figure 5.3 Attitudes about outdoor activities, by gender (2014).

Source: Mintel Academic. Outdoor Enthusiasts - US - February 2015.

Appendix 5.2 Urban Outdoor Enthusiasts Key Insights

APPENDIX Appendix 6.1 Suburban Super Moms Key Insights

Source: Mintel Academic. Marketing to Moms - US – September 2015.

Figure 6.1 Purchase influencers- Selected responses (2015).

Figure 6.2 Estimated number of moms who have kids younger than 18 years old, by age (2014).

APPENDIX

Source: Mintel Academic. “Marketing to Moms - US – September 2015.

Figure 6.3 Most Important values to instill in your children, by generation (2015).

Figure 6.4 Important aspects of a good life, by area of residence (2015).

Appendix 6.2 Suburban Super Moms Key Insights

APPENDIX

Source: Mintel Academic. “Marketing to Moms - US – September 2015

Figure 6.5 Self-perceptions, by moms, female non-moms and moms by generation (2014-2015).

Appendix 6.3 Suburban Super Moms Key Insights

APPENDIX

Examplesofpreferredmediachannels

Cableservices BRAVO,DisneyChannel,#DisneyJunior,DisneyXD,DoItYourselfNetwork,EntertainmentTV,Nickelodeon,TLC

Magazines Americanbaby,Fitness,InStyle,LifeandStyleWeekly,OK!,Parents,Shape

Websites Gmail,Outlook,Yahoo,CBS,iHeartradio,itunes,NBC,Pandora,About,WebMD,Wikipedia.CNN,Foxnews.com,Huffingtonpost,Amazon,Groupon,Ebay,Tripadvisor,Weather

Source: MRI Reporter. Spring 2014 Media Demographics. Spouse-Age Summary 35-44. Base: Female.

Figure 7.1 Examples of preferred media channels, by women age 35-44.

Appendix 7.1 Target Audience’s Media Usage

APPENDIX Appendix 8. Target Audience’s Social Media Usage

Sources: Mintel Academic. Social Networking - US - June 2013 & 2014 & Pew Research Center. Parents and Social Media.

Figure 8.1 Use of social networks, by parental status (2013).

Figure 8.2 Parents and Social Media (2015). Figure 8.3 Frequency of using social media, by moms of children

under age 18 (2014).

APPENDIX Appendix 9. Target Audience’s Response to Advertising

Source: Mintel Academic. Social Networking - US - June 2013.

Figure 9.1 Responses to ads, by gender and age (2013).

APPENDIX BIBLIOGRAPHY Columbia Library Databases: Mintel Academic: “Marketing to Moms - US - September 2015,” Mintel Academic, accessed November 25, 2015, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/716722/. “Outdoor Enthusiasts - US - February 2015,” Mintel Academic, accessed November 20, 2015, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/716483/. “Social Networking - US - June 2013,” Mintel Academic, accessed December 2, 2015, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/668867/. “Social Networking - US - June 2014,”Mintel Academic, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/680523/. “Westchester County Private Elementary Schools,” Private School Review, accessed December 2, 2015, http://www.privateschoolreview.com/new-york/westchester-county/elementary. MRI Plus: “Spring 2014 Media Demographics – Spouse-Age Summary 35-44 Base: Female,” MRI Reporter, accessed November 2, 2015. Pew Research: “How Working Parents Share Parenting and Household Responsibilities,” Pew Research Center, accessed November 2, 2015. Simmons OneView: “Crosstabs. Environmental Donations & Behaviors, Views, Hobbies,” Experian Information Solutions, accessed December 3, 2015.

APPENDIX BIBLIOGRAPHY Websites: “Arts & Entertainment,” Dutchess Tourism, accessed December 2, 2015, http://dutchesstourism.com/listings/theatres-and-performances/. “Best Places to Live 2015,” Westchester Magazine, accessed December 3, 2015, http://www.westchestermagazine.com/Westchester-Magazine/October-2015/Best-Places-To-Live-2015/. “Charitable Giving Statistics,” National Philanthropic Trust, accessed November 2, 2015, http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/. “Chronicle Survey Says 35% of Americans Lack Confidence in Charities,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/Americans-Speak-Out-on/233615. “Cuddles and Chaos,” accessed December 2, 2015, http://mossymossy.com/. “Dagmar’s Home,” accessed December 2, 2015, http://www.dagmarbleasdale.com/. “Donuts, Dressers and Dirt,” accessed December 2, 2015, http://sherisilver.com/. “Essential Mom,” accessed December 2, 2015, http://www.essentialmomwestchester.com/. “Five Top Millennial Archetypes (And Why They Are Irrelevant To Your Marketing),” accessed December 3, 2015, http://www.huffingtonpost.com/young-entrepreneur-council/5-top-millennial-archetyp_b_7505320.html. “Generations Differences Chart,” accessed December 3, 2015, http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf.

APPENDIX BIBLIOGRAPHY “Giving Statistics,” Charity Navigator, accessed October 23, 2015, http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/. “Lessons From Year-End Giving: Tips for 2015,” The Chronicle of Philanthropy, accessed November 4, 2015, https://philanthropy.com/article/Lessons-From-Year-End-Giving-/151951. “New Study Finds Unexpected Source of Giving: Young Women,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/New-Study-Finds-Unexpected/152267. “NY Metro Parents,” accessed December 2, 2015, http://www.nymetroparents.com/westchester/regionalindex.cfm?change=on&region=Westchester. “Nonprofits Come Up Short With Donors on Social Media, Study Says,” The Chronicle of Philanthropy, accessed October 23, 2015, https://philanthropy.com/article/Nonprofits-Come-Up-Short-With/234017. “Macaroni Kid,” accessed December 2, 2015, http://national.macaronikid.com/. “Mossy,” accessed December 2, 2015, http://mossymossy.com/. “Outdoors Meetups in New York,” Meet up, accessed December 2, 2015, http: //outdoors.meetup.com/cities/us/ny/new york “Parents and Social Media,” Pew Research Center, accessed November 25, 2015, http://www.pewinternet.org/2015/07/16/parents-and-social-media/. “Percentage of United States population who interact with charity organizations on social media as of May 2013, by generation and activity,” Statista, accessed November 2, 2015.

APPENDIX BIBLIOGRAPHY “Personalized Pitches and Online Appeals Dominate Year-End Drives,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/Personalized-Pitches-and/152545. “Quick Facts,” United States Census Bureau, accessed November 20, 2015, http://www.census.gov/quickfacts/table/PST045214/36,36061,36027,36119,00. “Riverkeeper,” Charity Navigator, accessed November 2, 2015, http://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=6740#.ViqXwH4vfIU. “River towns Guide,” accessed December 2, 2015, http://www.rivertownsguide.com/ “Studies Examine Men vs. Women in Giving,” The Nonprofit Times, accessed November 21, 2015, http://www.thenonprofittimes.com/news-articles/studies-examine-men-vs-women-in-giving/. “The Archetypes of Mom,” accessed December 2, 2015, http://www.archetypes.com/article/archetypes-mom/. “The Best Westchester Mommy Bloggers on the Net,” Westchester Magazine, accessed December 3, 2015, http://www.westchestermagazine.com/Westchester-Magazine/May-2014/The-Best-Mommy-Bloggers-On-The-Net/. “The Lessons of the Philanthropy 400: Investing in Fundraising Matters in a More Competitive World,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/The-Lessons-of-the/234029. “Understanding What Motivates Millennials to Give to Your NPO,” Nonprofit Hub, accessed October 20, 2015, http://www.nonprofithub.org/fundraising/understanding-motivates-millennials-give-npo/.

APPENDIX BIBLIOGRAPHY “Westchester Family,” accessed December 3, 2015, http://westchesterfamily.com/. “Westchester Libraries - List of Members,” accessed December 3, 2015, http://www.westchesterlibraries.org/about-wls/member-libraries/list-of-member-libraries/. “Westchester Mommy,” accessed December 3, 2015, http://www.westchestermommy.com/. “Westchester Parks,” Westchester County Government, accessed December 3, 2015, http://parks.westchestergov.com/images/stories/pdfs/MapGuide15.pdf. “Wee Westchester,” accessed December 3, 2015. http://sherisilver.com/. “What Nonprofits Need to Learn From Business,” The Chronicle of Philanthropy, accessed November 2, 2015, ttps://philanthropy.com/article/Opinion-What-Nonprofits-Need/233892 11/2/2015. “What Women (Donors) Want: Cultivation and Stewardship Advice for Fundraisers,” The Chronicle of Philanthropy, accessed November 5, 2015, https://philanthropy.com/article/What-Women-Donors-Want-/233642.